ASSIGNMENT 1

CUSTOMER SATISFACTION AT BRITE BANK

Brite Bank commenced operations a couple of years back and has a network of 25 branches,
primarily operating in Mumbai, Pune, Nashik, Nagpur and some district capitals in Maharashtra.
Started by a group of industrialists, the bank has been able to quickly commence operations
and currently has more than 25,000 customers in its fold. The top and middle level management
have been recruited from large private sector banks and are industry veterans.
Ms Sneha Kulkarni, COO was a high flyer at one of the largest private sector banks, when she
joined Brite. Her vision was to create a work force that could be nurtured on the vision and
values of Brite Bank. Hence, all branch level officers and assistants were recruited and trained by
the bank. For this, the bank tied up with AK Institute of Banking & Finance, a training institute, to
provide initial training to probationary officers and Banking Assistants recruited by the bank.
Advanced training was imparted by Brites own training team, both at the banks corporate
office and at branch level.
According to Brite, exemplary customer experience could be a unique differentiator to increase
customer base. Large part of the initial infrastructure investment, was spent on creating an IT
infrastructure which would enable the bank to quickly roll out value-added facilities like ebanking, mobile banking and enable tracking customer transactions, trends and behaviors. The
bank scaled up to 25 branches with all these facilities and there was pressure from the top
management to expand into other states. However, Sneha wanted to be sure that the customer
experience was exemplary, before she could confidently increase the network.
She appointed M/s B-Z consulting, a small, but good market research outfit, to conduct a
dipstick study on customer perceptions. The customer feedback survey was conducted to
evaluate the following:
a.
b.
c.

Satisfaction survey for transaction banking

Satisfaction survey for credit cards
Detailed survey on various customer facing touch points with larger sample size

As the business analyst responsible to present the report to the COO, please prepare
dashboards as per formats given below and prepare a report indicating the good and bad
findings, and more importantly your recommendations to improve the customer experience.

Transaction Banking and Credit Cards

Tabulate the findings of the survey as per the following format:

i.
Customer
Type
Professional
Own
Business
Overall
Score

Transaction Banking
Overall
Feedback

Marketing Metrics

Customer
Service

Range of
Products

Convenience

Internet
Banking

Mobile
Banking

Phone
Banking

Query
Handling

Sriram D

ASSIGNMENT 1
ii.

Credit cards
Customer Type

Overall
Feedback

Value
Offered

Reward
Programs

Redemption
Convenience

Promotions
& Offers

Professional
Own Business
Overall Score

1.
2.

Calculate the Net Promoter Score for Transaction Banking & Credit Cards
Which factors contribute to the overall satisfaction of Transaction Banking and Credit
Cards
Based on the table above:
a. Record the factor where the bank is faring well (Top box score)
b. Record the factors where the bank has to improve (Bottom two box score)
c. Suggest how you intend to improve the scores.

3.

Review of Customer facing Touch Points

The bank has divided the customer facing touch points into eight dimensions and has obtained
feedback on all of them. A brief description of dimensions is provided below:
Sl

Dimension

Description

1
Product

Savings Bank and other products

offered by the bank

Staff

Availability and behavior of bank

staff

Facility

Factual details pertaining to the

branch

ATM

ATM related touch points

Home Banking

Facility where bank staff visit HNIs at

their homes or offices

Mobile Banking

Facilities that can be accessed

through the mobile phone

Internet Banking

Facilities provided online

Helpdesk

Call center operations

Marketing Metrics

Factors































SB a/c feature
Balance in a/c
Returns on fund
Innovative a/c
FD options available
Staff availability at the branch
Competency of the staff
Flexibility exhibited by the staff
Time taken to resolve queries
Ease of locating a branch
Suitability of branch timings
Cleanliness
ATM location
Security at ATM
Cash availability at ATM
ATM withdrawal limit
Ease of home banking
Range of services
DD delivery time
Cash drop facility
SMS activation
SMS service provided
SMS request processing
Ease of logging-in
Ease of online transactions
Online security features
Speed of online transactions
Ease of connection to customer care
Waiting time on phone
Range of IVRS options

Sriram D

ASSIGNMENT 1
4.

Evaluate average score for each of the dimensions. Which are the areas where the bank
has to do well? Where are they performing well, relatively?
Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

Dimension
Avg. Score

5.

What are the specific issues that the bank has to address? Please look into the touch points
with low scores and suggest for improvements.

6.

On the whole, what is your recommendation to the COO, with respect to the proposed
network expansion?

Please provide answers through a detailed report including the methodology adopted, dash
boards indicating results and action plan to improve customer experience.

--xXx--

Marketing Metrics

Sriram D